We’re having a collective digital “cheers” to the 2019 Bespoke Communications Awards winners over the next few weeks. Meet AMP3 PR, our winners for the Event/Activation of the Year and Influencer Campaign of the Year awards. Our panel of judges were hugely impressed by AMP3’s activation event for Derma-E Skincare, where they hosted 60+ influencers to garner 100 social posts and a 1 million reach, as well as placements in coveted publications like Allure and Refinery 29.
How does it feel to win? How is your team going to celebrate?
Our events are a true labor of love down to the very last detail. The entire team rolls up their sleeves whether that means assembling Ikea furniture to save budget on rentals or late night DIY projects to create the decor, so winning this award in particular is really gratifying for us (and our lack of sleep!). We’ve already booked our team outing to Rosé Mansion to celebrate!
What is your team most excited about right now?
We love that the PR space is ever-evolving; it keeps us on our toes. We’re enjoying the race between earned media and influencer placements, and measuring which tactics truly move the needle. Our newest campaign is for Disney, so to say we are excited is an understatement!
What are the tricks to a flawless event activation?
The conceptualization phase is toughest for sure. We love to think big (sometimes too big), but then we have to hone in and really figure out what is going to be realistic within a client’s budget, and which theme or direction we want to go with. Once the general concept is locked in, then it’s like a puzzle trying to quote out all the pieces until you find a mix that works, and we enjoy the challenge. We really look at the dollars and decide what is worth spending on (and where to scale back). For the big ticket items, we make sure it’s for a truly unique experience or an instagrammable moment that is going to live on beyond the physical event itself.
Things that were once specialities like Paid Social and SEO are crucial to any strong PR strategy today, so it’s important to have a life-long love for learning and to continue to evolve as the industry grows and changes.
What are three tips that you’d give to PR pros to help them be as prepared and as creative as possible for their next activation?
1) Think really BIG, then dial it back a notch or two.
2) Live in Google Sheets so your team can work together in real-time. There is no such thing as too many tabs or too many columns. Account for every detail and then have a contingency for those details.
3) Pretty events are great but make sure the intention of the event is clear and will drive awareness that extends beyond the physical event. Think about how you can further engage consumers and fans through social and digital strategies.
During your integrated campaign, how did you make sure to prepare for all aspects of the campaign?
We live on Google Drive. We use Google Slides to prepare initial event concepts and mood boards to share with the client and vendors. Once the concept is finalized, we live in Google Sheets so that as we’re collecting price quotes or solidifying vendors, the rest of the team can see it in real time. The same goes for invites & confirmed guest list. We can easily share options and add comments / notifications to ping each other. When working with other outside teams, Slack has also been a savior.
If we looked inside your purse/work bag right now, what PR survival must-haves would we find?
A portable iPhone charger, lip gloss, snacks, business cards and my beloved crossbody iPhone Wallet / Purse. It saves me from running around the venue wondering where I set my phone down.
Where should pros focus their attention in 2020?
I think the lines are continually blurring and it is essential that PR pros understand all aspects of the field. Things that were once specialities like Paid Social and SEO are crucial to any strong PR strategy today, so it’s important to have a life-long love for learning and to continue to evolve as the industry grows and changes.